IRI Pulse Report Pet · IRI Pulse Report Pet ... December 2014) where value sales declined 0.4%....
Transcript of IRI Pulse Report Pet · IRI Pulse Report Pet ... December 2014) where value sales declined 0.4%....
PULSE REPORT
IRI Pulse Report Pet
Welcome to the Pulse H1 2015 edition for pet. We hope you find it
useful. Please do not hesitate to contact us if you have any questions
or comments at [email protected].
H1 2015
IRIworldwide.com
PULSE REPORT
About the Report
2
• This pet report is one of 10 super category reports designed to provide a high-level
comparison and analysis of retail markets across major countries in Europe.
• This report contains data gathered from countries across Europe. This market was split into
the following categories: dog food, cat food, other pet food and pet accessories.
• The report highlights key metrics, such as total sales, market trends, category shares, and
winners and losers for Europe as a whole and individual countries.
• The data has been sourced from IRI retail databases and Eurostat, the statistical branch of
administration for the European Commission.
• The countries included in the report are France, Germany, Italy, the Netherlands, Spain and
the United Kingdom (UK).
• The market channels used for each country in this report are as follows:
Country Channels used
UK Hypermarkets, supermarkets, drugstores and impulse outlets
ES Hypermarkets, supermarkets, hard discounters, and drugstores, in Spain and the Canary Islands
DE Hypermarkets, supermarkets, hard discounters and drugstores
NL Hypermarkets, supermarkets, hard discounters and drugstores
IT Hypermarkets, supermarkets, small self service, hard discounters and drugstores
FR Hypermarkets and supermarkets
• For analytical purposes, the data sourced from available retail databases have been
consolidated to provide consistent results. However, for some countries it is not possible to
source data pertaining to certain categories. In these instances, it has been documented in
the “Notes” section found at the end of the report.
PULSE REPORT
On the Radar
3
ECONOMIC FIGURES INFLUENCING CONSUMER BEHAVIOR
Source: Eurostat, June 2015
The good news is that pet category has recovered
during the current period (12 months ending June 2015).
In fact, its value sales growth across Europe in the 12
months ending June 2015 has turned positive again, up
1.1% versus the corresponding period of 2014. This also
compares to IRI’s last report (12 months ending
December 2014) where value sales declined 0.4%. Even
if pet care category performance is far from its past
growth levels, its trajectory is slightly better than general
fast-moving consumer goods (FMCG) trends. The value
sales increase of pet care correlates with an increase in
prices, while volume sales are generally decreasing.
Different trends coexist across the countries: single
serve products are growing within low priced brands and
private label.
POPULATION IN
MILLIONS
UNEMPLOYMENT
(%)
AVERAGE 12
MONTHS
INFLATION
RATES GDP IN MILLIONS (€)
Jan.
2014
Jan.
2015
Avg.
2014
Jun.
2015
Avg.
2014
Jun.
2015 2013 201
France 65.8 66.3 10.3 10.2 +0.7 +0.2 2 116 565 2 132 449
Germany 80.7 81.1 5.0 4.7 +0.9 +0.4 2 820 820 2 915 650
Italy 60.7 60.7 12.7 12.7 +0.3 +0.0 1 609 462 1 616 253
Netherlands 16.8 16.9 7.4 7.0 +0.5 +0.1 650 857 662 770
Spain 46.5 46.4 24.5 26.6 +0.0 -0.6 1 049 181 1 058 469
United
Kingdom 64.3 64.7 6.1 5.6 +1.7 +0.6 2 017 193 2 222 912
PULSE REPORT
605 631 592 624 615 594
144 140 142 148 148 144
77 75 77
79 77 73
305 303 318 325
316 313
516 498 523 559 527 506
511 493 520 544
523 487
0
500
1,000
1,500
2,000
2,500
March 2014 June 2014 Sept 2014 Dec 2014 March 2015 June 2015
Eu
ro
s, in
millio
ns
Period Ending
France
Germany
Italy
Netherlands
Spain
UK
GLOBAL TRENDS
4
TOTAL EUROPE +1.1%
2.5%
0.9%
0.7%
VALUE SALES IN MILLIONS (€)
Total EU 8 774
UK 2 425*
DE 2 114
FR 2 075
IT 1 272
ES 583
NL 306
TOTAL PET VALUE SALES AND % CHANGE VERSUS PRIOR YEAR
*based on an exchange rate of €1.27 to the pound
1.9%
0.9%
TOTAL PET VALUE SALES FOR THE LAST SIX YEARS ENDING
Source: IRI retail databases; period ending 28 June 2015
-0.6%
PULSE REPORT
4 411
3 230
839
294 1.4 0.3 2.1
1.8
Cat
foo
d
Dog
fo
od
Pet
accessories
Oth
er
pe
t fo
od
Eu
ros,
in m
illio
ns
Euro Sales % € vs. YA
50.3%
36.8%
9.6% 3.3%
Cat food Dog food Pet accessories Other pet food
Europe
5
4 411
3 230
839
294
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE SALES IN THE LAST YEAR
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
TOP 5 CATEGORIES: EVOLUTION Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
KEY TRENDS
• The value of the European market increased
again across the six countries in the year
ending Q2 2015 by 1.1%. This is an
important change versus the negative results
shown in the prior report.
• Five out of the six countries are experiencing
an increase in sales with the only the
Netherlands displaying a negative trend
(-0.6%). Italy is the best performer (2.5%)
with Spain being second (1.9%).
• From a European perspective, cat food is the
core business of pet care (accounting for
50.3% of the category) and shows visible
growth (1.4%) that influences the category’s
overall performance. Dog food is stable,
whilst other pet food and accessories show a
positive trend of around 2% growth.
PULSE REPORT
Europe
6
CATEGORY KEY FACTS
• The greatest contributor to the performance of pet care across Europe is cat food (€60.7
million) followed by pet accessories (€17.5 million). Dog food and other pet food also give
positive contributions.
• The dog snacks and treats segment is becoming increasingly significant due to its growth in
value and volume in all European countries.
• Wet cat single serve and, to a lesser extent, dry cat food are confirmed to be the drivers for
cat food and where brands are investing the most.
• The main areas of innovation by major brands are premium tastes in small sizes and user
friendly packages. Unless we consider the growing importance of the oral care benefit in
snacks and treats, which was introduced some years ago, as innovation, no breakthrough
concepts or innovations have entered the market.
• In these tough economic times, private label is growing across most of the markets, and
represent a cheaper but more acceptable alternative compared to major brands, which
generally react to an increase in promotions.
• Pet care appears to be an increasingly polarized category. Economy products are growing,
(private label and low priced brands) as well as premium products in small sizes. The shopper
of dog food may behave very differently from the shopper of cat food, this presents a key
challenge for manufacturers, who need to respond by taking specific actions, considering the
shopper behaves differently from category to category.
• Pet care continues to become more competitive for branded products due to the growth of
private label and increased promotional activity.
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
Source: IRI retail databases; period ending 28 June 2015
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
60.7
17.5
11.1
5.1
0 40 80
Cat Food
Pet Accessories
Dog Food
Other Pet Food
Millions Euros, in millions Euros, in millions
PULSE REPORT
47.4% 30.4%
16.7%
5.4%
Cat Food Dog Food Pet Accessories Other Pet Food
France
7
Euro
s,
in m
illions
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE SALES IN THE LAST YEAR
Source: IRI retail databases; period ending 28 June 2015
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
984
632
347
112
Euro Sales
984
632
347
112 1.3 -0.5 1.8 3.2
Cat
foo
d
Dog
fo
od
Pe
t acce
sso
rie
s
Oth
er
pe
t fo
od
Eu
ros,
in m
illio
ns
Total € Sales % € vs. YA
KEY TRENDS
• Growth is still mainly driven by cat food. Wet
cat food growth has become essentially flat
(0.2%), whereas dry cat food continues to
exhibit dynamic growth (1.7%).
• Snacks and treats is the fastest growing
category. Cat snacks and treats (10.4%)
grew through assortment development, but
dog care and treats underperformed (1.8%).
• Growth in the cat population had a positive
impact on cat food and pet accessories, due
to cat litter (4.0%).
• Other pet foods show a positive
performance, but only bird food has grown
(10.2%).
• The dog food trend was positive for the
second quarter in a row after several
quarters of negative trends. Wet food growth
remains negative (-2.2%), whereas dry food
is flat (0.4%), due to care and treats good
performance (1.8%).
PULSE REPORT
France
8
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
CATEGORY KEY FACTS
• Cat food is the main contributor to market value sales growth, generating approximately
€13 million in new sales. With the exception of multi-serve, all cat food sectors are positive:
− Dry cat: 1.7%
− Single serve wet cat: 3.9%
− Snacks cat: 10.4%
• Pet food volume sales are increasing, driven by an SKU range increase (1.5%).
• The assortment in pet food is increasing in each segment, with the exception of wet dog
food. This trend proves how strategic this category continues to be for retailers, particularly
with the development of the value offer.
12.7
6.3
3.5
0 5 10 15
Cat food
Pet accessories
Other pet food
Millions
- 3.4
-4 -3 -2 -1 0
Dog food
Euros, in millions Euros, in millions
PULSE REPORT
1 210
676
159
69 0.7 1.2 1.6
-1.7
Cat
foo
d
Dog
fo
od
Pe
t acce
sso
rie
s
Oth
er
pe
t fo
od
Eu
ros,
in m
illio
ns
Total € Sales % € vs. YA
57.2%
32.0%
7.5% 3.3%
Cat food Dog food Pet accessories Other pet food
Germany
9
KEY TRENDS
• Pet care in Germany has reported an overall
growth of 1.0% in value sales driven by
growth in dog food, cat food, cat litter and
hygiene small animal / rodent categories.
Growth is due to increase in both normal and
promotional sales, along with increases in
price.
• Marginal value growth in cat food is driven by
branded players such as Nestle Purina and
Vitakraft. However, private label is declining
by 0.8%.
• Drugstores and all hypermarkets are the only
channels showing growth for cat food.
• Dog food has grown in value sales driven by
branded products, Mars, Vitakraft and Nestle
Purina, while private label sales have
remained flat.
• Pet accessories is showing growth mainly due
to growth in cat litter (1.8%) and hygiene
small animal / rodents (1.0%). Cat litter has
also grown in volume sales by 2.3%.
• Other pet food is declining across all the sub-
categories of fish food, bird food and small
animal feed / rodents.
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
1 210
676
159 69
Euro Sales
PULSE REPORT
Germany
10
CATEGORY KEY FACTS
• Cat food, which contributes more than 50% value sales to the category, has grown in
hypermarkets, drugstores and discount stores due to growth in both normal and promotional
value sales. The rate of value sales across all of the channels has accelerated due to increase
in shelf space and overall increases in both normal and promotional prices.
• Among pack types, a significant increase in value sales by 47.3% in pouch packs, followed by
aluminum dish single packs (2.9%), is leading to overall growth in cat food. Cat snacks and
cat beverages are helping overall growth in cat food.
• Dog food’s growth among the channels - hypermarkets, drugstores, hard and soft
discounters - is driven by both normal and promotional sales. Increase in shelf space and
overall prices have contributed to value sales growth.
• Pet accessories has the highest growth due to cat litter sales, followed by hygiene small
animal / rodents. Cat litter has seen growth from both hard and soft discounters with
increased sales clearly occurring as a result of normal sales. Private label is the only driver
for growth in cat litter, growing by 4.7%.
• Hygiene small animal / rodents has seen growth from normal sales and price. National
brands were able to gain significant value sales. They did markedly better in hypermarkets
and drugstores.
• Total other pet food value sales declined by 1.6%, with all sub-categories declining. Small
animal feed / rodents is the largest contributor to the segment, which has declined by
€316.2k.
• A significant decline in shelf space, increase in prices and lack of promotions is leading to
overall declines in the other pet food segment. Private label small animal feed / rodents had
marginal increases in value sales, which could not offset the total decline from fish food and
bird food.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
8.6
8.1
2.5
0 4 8
Cat food
Dog food
Pet accessories
Millions
- 1.2
-2 -1 -1 0
Other pet food
Euros, in millions Euros, in millions
PULSE REPORT
668
428
151
24 2.4 2,.2 4.6
-4.1
Cat
foo
d
Dog
fo
od
Pe
t acce
sso
rie
s
Oth
er
pe
t fo
od
Euro
s, in
mill
ions
Total € Sales % € vs. YA
52.6%
33.8%
11.6%
2.0%
Cat Food Dog Food Pet Accessories Other Pet Food
Italy
11
KEY FINDINGS
• Total cat and dog food saw growth in value
sales in the year ending June 2015 greater than
2% (2.4% for cat food and 2.2% for dog food),
but volumes cannot keep up and are
decreasing. Value sales growth of cat and dog
food comes from increasing prices.
• Cat food remains the largest sector of the
category, standing for 52.6% of total value
sales, with dog food representing 33.8%. The
pet accessories category remains definitely on a
positive growth path (4.6%) whilst other pet
food is experiencing a relevant loss in value
sales (-4.1%).
• Dry pet food continues to outperform wet pet
food, at least for cat food. Wet single serve
keeps driving the increase of cat food with a
growth of 3.7% in value sales, and dog food
confirms a positive value trend for wet small
and medium products (3.3%).
• Snacks and treats remains the fastest growing
segment of the category, especially for cat
(26.4% in value sales), but also for dog food
(9.0% in value sales).
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE SALES IN THE LAST YEAR
Source: IRI retail databases; period ending 28 June 2015
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
668
428
151
24
Euro Sales
PULSE REPORT
Italy
12
CATEGORY KEY FINDINGS
• The main contribution to the growth of the pet care category comes from cat food, with a
€16.0 million increase in sales. The growth of dog food is also relevant, with a €9.1 million
increase in sales. The pet accessories segment is also positive, contributing €6.7 million to the
sales growth of the pet care category.
• Products in small packages continue to drive market growth, especially in cat food. This
confirms that there is a cluster of shoppers that buys premium products (with user friendly
packages and special tastes) and that they are not affected by the still difficult economic
environment.
• The increased attention to pets’ health is reflected in the considerable growth of the dog
functional snack and treats segment (oral care, for instance). Cat snack and treats is still a
niche market, showing an attractive potential for growth.
• The other pet foods category still continues to suffer weakness in value sales, being the only
negative contributor to pet care. All segments are declining (birds, fish & turtles and rodents).
A decline in the range at shelf availability is also apparent.
• Promotions and private label matter a lot in pet care: the percent of promoted volumes in pet
food reached 27.5%, with growth of 0.7 points versus the corresponding period in 2014.
Private label shows a high but declining volume market share: 39.7%, but down by 3.3 points
versus 2014.
• Pet food (cat food and dog food) is a category that has resisted the consumption downturn of
recent years, and still is growing far above the average FMCG (0.8% in value during the year
ending July 2015 versus 2014). The growth of pet food in value sales (2.2%) however, is
accompanied by a decline in volume (-1.3%).
• Pet food continues to grow in Italy, with both premium products and low-priced brands
growing. It would be wrong to say that brand loyalty is decreasing; shoppers are, however,
increasingly looking for sales on their preferred brands. Shoppers look for quality, stocking up
with their preferred brands; this results in shoppers visiting more shops/channels than before
to find the best price for value.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
16.0
9.1
6.7
0 10 20
Cat food
Dog food
Pet accessories
Millions
- 1.0
-2 -1 0
Other pet food
Euros, in millions Euros, in millions
PULSE REPORT
51.0% 27.6%
17.9%
3.5%
Cat food Dog food Pet accessories Other pet food
The Netherlands
13
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE SALES IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
156
85
55
11
Euro Sales
156
85
55
11 0.2 -2.3
-0.4 0.1
Cat
foo
d
Dog
fo
od
Pe
t acce
sso
rie
s
Oth
er
pe
t fo
od
Eu
ros,
in m
illio
ns
Total € Sales % € vs. YA
KEY FINDINGS
• The Dutch pet food market shows slightly
negative sales growth. There has been a
positive change for cat food, partially due to
growth at the biggest retailer in the
Netherlands, with (wet) cat food sales
increasing by 5.1%.
• Cat food gained in category share, now
totalling 51.0% and stays the largest
segment within pet food.
• Dog food is facing more difficulties as
volume based on promotion grows from
8.3% to 10.6%.
• The frozen dog food segment keeps growing
versus last year, with 13.9% growth in value
sales. This is an excellent opportunities for
retailers, as drugstores and hard discounters
do not list frozen dog food items.
• Drugstores are under pressure in both dog
(-33.9%) and cat food (-32.2%). These
declines are partially caused by in/out
promotional activities in 2014.
PULSE REPORT
The Netherlands
14
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
Euros, in millions
0.3
0 0 0 0 0
Cat food
Other pet food
Millions
- 0.2
- 2.0
-3 -2 -1
Pet accessories
Dog food
Euros, in millions
CATEGORY KEY FACTS
• The Dutch market for pet food shows a decrease in volume sales of 1.3%.
• The biggest positive contributor to the performance of pet care across the Netherlands is
cat food (€0.3 million). A negative contribution comes from drugstores, (€1.8 million)
which have a hard time keeping sales up in pet food.
• Within cat food and dog food the biggest drivers are wet and dry food. However, for
some time now frozen dog food has shown remarkable growth.
• Both dog food (2.3 points) and cat food (2.8 points) show an increase in volume in
promotion.
• Private label in pet food drop (1.5 points) in value share versus national brands increase
(1.5 point).
• Low-end retail (supermarkets and other retailers with low-priced pet food) and online
channels are up-and-coming markets in the Netherlands for these categories.
PULSE REPORT
60.0%
35.4%
4.6%
Dog food Cat food Other pet food
Spain
15
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE SALES IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
349
206
27
Euro Sales
349
206
27 0.7 4.3
-1.0
Dog
fo
od
Cat
foo
d
Oth
er
pe
t fo
od
Eu
ros,
in m
illio
ns
Total € Sales % € vs. YA
KEY TRENDS
• In the year ending June 2015, the total pet
food market experienced further growth, 1.9%
in value sales.
• Cat food noticeably increased its value sales by
4.3%, reaching 35.4% value share of the
market. Dog food (up 0.7% in value sales) is
still the main contributor, with a 60.0% share
of the market. The remaining 4.6% belongs to
food for other pets and is losing sales (-1.0%).
• As more consumers move to smaller houses
and cats adapt to long workdays, the
preference to choose a cat over other pets has
grown. The increase in people owning cats
directly translates to increased cat food sales.
• The slowdown in dog food sales still continues
due to the replacement of large dogs for
smaller ones, however the preference for
higher value-added products still is a trend
that has an impact on prices. The category has
launched product focused on small dogs
(“Mini” ranges, food specialized in small
breeds). Royal Canine has launched a new
range of products (“Urban life”) specialized in
urban dogs, which are reported to fight stress.
PULSE REPORT
Spain
16
CATEGORY KEY FACTS
• The value of the category increases due to the price rise and shopper’s preference for
products with higher value. During this period, even private label manufacturers have
developed premium pet food products.
• Buying pet food online is an increasing trend in the Spanish market. Online price comparison
tools have emerged to help buyers choose between online suppliers, like Krokprices.com
(May 2015).
• The category has performed product launches focused on small dogs (‘Mini’ range of products
or food specialised in small breeds).
• All cat food segments increased sales, especially for dry food.
• As has happened in other FMCG categories, private label in cat food experienced a slowdown
in sales. This calls attention to the fact that consumers have begun to prefer national brand
products to feed their cats.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
8.5
2.5
0 4 8
Cat food
Dog food
Millions
- 0.1
-0.3 -0.2 -0.1 0.0
Other pet food
Euros, in millions Euros, in millions
PULSE REPORT
48.9%
43.7%
5.2%
2.1%
Cat food Dog food Pet accessories Other pet food
The United Kingdom
17
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE SALES IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
1 186
1 060
127 52
Euro Sales
1 186
1 060
127 52
1.3 -0.3 1.8
8.7
Cat
foo
d
Dog
fo
od
Pe
t acce
sso
rie
s
Oth
er
pe
t fo
od
Eu
ros,
in m
illio
ns
Total € Sales % € vs. YA
KEY TRENDS
• Pet care value sales grew by 0.7%. The
growth was driven by cat food (1.3%),
whereas dog food declined by 0.3%. The
minor sectors, such as pet accessories and
other pet food, also enjoyed value sales
growth of 1.8% and 8.7%, respectively.
• Branded products grew by 0.7%, but private
label only grew by 0.3%. As a result, their
share fell from 18.5% (2014) to 18.4% this
year.
• Both branded cat and dog food products grew
by 0.7%. Private label cat food grew by 6.6%,
but private label dog food declined by 3.9% in
value sales.
• Levels of promotional volume dropped from
45.0% in 2014 to 43.4% in 2015. This was
reflected in cat food, which was 54.8% in
2014 and 51.7% in 2015. Dog food levels fell
slightly, from 37.0% to 36.5%.
• With value sales growing at 0.7%, units
stagnating at 0.0% and volume declining at
1.9%, this suggests that the market is moving
toward smaller, more expensive packs.
PULSE REPORT
The United Kingdom
18
CATEGORY KEY FACTS
• Pet care value growth is being generated from the premium areas of the category.
• In cat food, the fastest growing sectors are wet cat single serve premium products, which
have seen year-on-year growth of 18.6%. This subsector accounts for 24.7% of value sales
of total wet cat single serve products. The price per kilogram (kg) of these products is 77.7%
more expensive than the standard single serve.
• Although cat treats have seen a 1.0% drop in price per kg, at present these are 566% more
expensive than the cat food category.
• Premium dry cat food, which is aimed at pets that have veterinary problems, etc., had
modest value sales growth of 0.3%, but is more than twice as expensive as the standard
products (114.0%).
• As with cat, premium dog food sectors also saw substantial growth. Dog treats recorded
value growth of 12.4% this year and saw its average price per kg increase by 2.8%.
• Premium dry dog food, aimed at pets with veterinary problems, had a similar increase in
value sales of 12.3%, and also saw a price per kg increase by 5.7%. On average, the
products were 121% more expensive per kg than the standard offering during the latest
year.
• At an SKU level, last year’s new product development (NPD) contributed 3.8% to value sales.
NPD has now contributed 12.6% to this year’s value sales for total pet food. This year’s NPD
value contribution has only been 3.4%.
• For cat food, the figures were 3.8% of value sales last year, contributing 13.7% this year.
This year’s NPD contributed 4.1% for total cat food value sales.
• For dog food, the figures were 3.9% last year, contributing 11.3% this year, and this year’s
NPD had value sales share of dog food of 2.8%.
Source: IRI retail databases; period ending 28 June 2015
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
14.6
4.1
2.2
0 10 20
Cat food
Other pet food
Pet accessories
Millions
- 3.2
-4 -3 -2 -1 0
Dog food
Euros, in millions Euros, in millions
PULSE REPORT
Final Notes
19
Notes on category definitions for countries
Due to the diverse products found in individual countries across this market, it was necessary
to consolidate the available data into the categories in this report. In some cases, it wasn’t
always possible to align products across all six countries, hence the need to highlight any
anomalies in the report. Those exceptions are listed below:
Other pet food
• The UK datasets in this report only include bird food, while the other countries include fish
food and rodent food.
Pet accessories
• The UK datasets in this report only include cat litter and does not include pet hygiene
products, aquarium accessories or pet toys.
• The Spain datasets in this report do not include this category.
• The Germany datasets in this report do not include pet toys.
PULSE REPORT
Resources
20
About IRI. IRI is a leader in delivering powerful market and shopper information, predictive analysis and the foresight
that leads to action. We go beyond the data to ignite extraordinary growth for our clients in the CPG, retail and over-
the-counter healthcare industries by pinpointing what matters and illuminating how it can impact their businesses
across sales and marketing. Move your business forward at IRIworldwide.com
Arlington Square, Downshire Way, Bracknell, Berkshire RG12 1WA, Tel +44 (0) 1344 746000
Copyright © 2015 Information Resources, Inc. (IRI). All rights reserved. IRI, the IRI logo and the names of IRI products and services
referenced herein are either trademarks or registered trademarks of IRI. All other trademarks are the property of their respective owners.
FOR MORE INFORMATION
Please contact Paolo Garro, Business Insights Director,
IRI at [email protected] or
+39 02 52.579446 with questions or comments about this report.
To gain insight into opportunities across specific categories, segments, channels or retailers,
contact your IRI client service representative regarding custom analyses leveraging the
following resources:
• IRI InfoScan Census® is a syndicated retail tracking service that enables manufacturers
and retailers to acquire industry insights used to make better business decisions. IRI
InfoScan Census utilizes the data that IRI collects from grocery, drug, and mass
merchandise retailers to provide the most comprehensive and accurate syndicated data
offering in the FMCG sector. With access to accurate, granular detail by category, geography,
measure and time period, clients have the tools needed to develop marketing and sales
strategies based on product performance, distribution, and promotion responsiveness. All
datasets about pet comes from IRI InfoScan Census.
• IRI Consulting provides strategic insights and advice, leveraging a variety of data sources,
predictive analytics, enabling technologies, and business analyses to help FMCG
manufacturers and retailers address significant sales and marketing issues effectively.